Lead Management - Scoring And Grading

Question 1

What is lead qualification?

Answer 1

Lead qualification blends two measurement indexes — scoring and grading — to create a full picture of a prospect’s interest and suitability.

Question 2

What is scoring?

Answer 2

Score measures implicit interest in your product by assigning a points value to activities, such as opening an email, attending a webinar, and submitting a form.

Question 3

What is grading?

Answer 3

Grade measures explicit information provided by the prospect, such as job title, location, and company size.

Question 4

When does a score get assigned to a lead?

Answer 4

When a visitor becomes a lead

Question 5

In pardot, what does a prospect’s score measure?

Answer 5

activities taken by the prospects across their internet browsers

Question 6

Does pardot have a default scoring model?

Answer 6

Yes. Pardot assigns default values to prospect-initiated activities.

Question 7

Can you modify Pardot’s scoring system?

Answer 7

Yes you can modify Pardot’s default scoring rules to suit your business needs.

Question 8

How can you modify Pardot’s scoring system?

Answer 8

Via automations tools, depending on the type of interaction or activity.

Question 9

What automation tools can you modify Pardot’s scoring system with?

Answer 9

Automation rules
Completion actions 
page actions
Modifying Scores During Imports
Changing a Prospect’s Score Manually

Question 10

can you Resetting Your Prospects’ Scores to Zero?

Answer 10

Yes. Adjusting for score decay is just as important as earning points.

Question 11

why would you Resetting Your Prospects’ Scores to Zero?

Answer 11

Score decay refers to reducing a prospect’s score for inactivity. You can either reset all prospects’ scores in your account back to zero, or just a selected few.

Question 12

what is scoring categories?

Answer 12

Scoring Categories allow you to score prospects on more than one product, service or business unit.

Question 13

what are two ways a prospect engagement/activity can add points to a prospect’s score

Answer 13

• Score applied by the baseline/global scoring model (and scoring categories) at the whole Pardot account level,
• Completion actions, automation rules, Engagement Studio actions, which are one-off actions you set up to emphasize the importance of a specific campaign.

Question 14

How are scoring categories viewed?

Answer 14

You still have an overall prospect score, but scoring categories offer additional scores based on which assets your prospects are engaging with - score insights

Question 15

how to set up scoring categories?

Answer 15

you need to assign a scoring category to a folder and include all assets in the folders. to capture

Question 16

Can you view scoring categories in salesforce?

Answer 16

Yes. You can add Pardot scoring categories to lead and contact page layouts in Salesforce

Question 17

Can you report on scoring categories in salesforce?

Answer 17

To generate scoring category reports in Salesforce, create a custom report type and select Pardot Scoring Categories as the related object.

Question 18

when does The scoring category update to salesforce?

Answer 18

The scoring category updates the sync with Salesforce approximately every 15 minutes.

Question 19

Can you modify scoring categories on lead records?

Answer 19

no You can’t manually modify scoring categories on lead records.

Question 20

how do scoring categories relate to prospect score?

Answer 20

scoring categories record additional scores based on the assets your prospects access

Question 21

what is a pardot grade?

Answer 21

a letter grade is assigned based on a prospects profile

Question 22

Grades are based on?

Answer 22

Grades are based on explicit factors and information prospects supply about themselves.

Question 23

In pardot’s default profile what are the 5 criteria measured against prospects?

Answer 23

Company size
Industry
Location
Job title
Department

Question 24

Can you edit pardot’s default profile?

Answer 24

Yes. But you can’t delete it

Question 25

how can you assign a prospect to a profile?

Answer 25

• Manual modification of a lead and selection of a profile from the profile dropdown list.
• Using the Set Profile completion action on your forms and form handlers.
• Using an automation rule triggered by an event. For example, assign a profile when the prospect enters a specific job title or department on a form.
• Adding the profile JavaScript code to the page. Click your Pardot profile name, then click the link to view the JavaScript code. Add the code to your about function page piTracker(). The code sets the profile for a visitor that is not already associated with another profile. When the visitor becomes a potential customer, they are associated with the profile.

Question 26

After you assign a lead to a profile, how do you match leads to criteria?

Answer 26

• You can match criteria manually on the Profile tab of a lead record. To match the criteria, click the thumbs up icon. To make no match, click the thumbs down icon.
• Use automation rules to set the criteria to match or not match. Create an automation rule for each criteria in the profile.

Question 27

Can you create an automation rule to assign a lead to a profile and match criteria?

Answer 27

No. Do not use a single automation rule to assign a profile and match the criteria. The profile rule might not apply the changes in time for the rule to fire for the criteria change. Use separate automation rules.

Question 28

why would you create a custom profile in pardot?

Answer 28

to grade a specific subset of your prospect database based on unique criteria

Question 29

a threshold for lead qualification requires you to identify:

Answer 29

the minimum score and grade a prospect must have

Question 30

what purpose does setting a lead lead qualification threshold serve?

Answer 30

it establishes a benchmark for judging prospects as a good fit.

Question 31

What are custom redirects?

Answer 31

Custom redirects allow you to track any link on your website or a third party site ( like a link on your twitter page, a banner ad on third party site)

Question 32

How would custom redirects show on a prospects profile?

Answer 32

It would show on a prospects activity

Question 33

When do custom redirects occur?

Answer 33

Immediately after the prospect has clicked on the custom redirect.

Question 34

If a prospect clicks on a custom redirect after filling out a form, will the prospect’s assigned Pardot campaign change?

Answer 34

Yes, but only if the Pardot completion action for the custom redirect is set to change the campaign.

Question 35

You are creating a new series of pay per click ads and want to track where a prospect originates when they arrive at your website. How would you set this up?

Answer 35

Create a custom redirect for each pay per ad click and and select a Pardot campaign for each custom redirect

Question 36

You want to create a Salesforce task when a prospect submits a form and has a grade greater than B. How do you set this up?

Answer 36

Use an automation rule

Question 37

You have a custom redirect setup for one of your Facebook ads. You want to view how many unique clicks the redirect has. Where do you view this information?

Answer 37

Custom redirect statistics table in the custom redirects tab

Custom redirect statistics table within the content report

Question 38

In Pardot, what does a prospect’s score measure?

Answer 38

Implicit interest in a product

Question 39

Which marketing assets can you apply completion actions to?

Answer 39

PDF files

Javascript files

Question 40

How can you edit or override the baseline scoring model?

Answer 40

By going to pardot settings - automation settings - scoring

By adding an adjust score completion action

Question 41

Which of the following prospect activities can increase or decrease a prospects score?

Answer 41

Custom redirect clinks
Email opens
Landing page error

Question 42

Changes to the baseline scoring model are applied:

Answer 42

Retroactively- changes will be made for all prospects based on their past activities